Ei Publican Partnerships has brought back its ‘Cheer Up January’ initiative, which will see up to 100,000 free drinks given away to customers this month.

Following the success of last year’s campaign, a greater range of new drinks has been on offer this year, including draught and bottled beers, ciders, gin, non-alcoholic beers and soft drinks.

During the promotion, customers have been able to find the pubs taking part and redeem their free drink via an app on the Great British Pubs website. The promotion is available in over 1,000 Ei Publican Partnerships pubs across the UK from 2–19 January 2020.

“Our aim with this initiative is to remind consumers that the pub is a great place to socialise no matter what time of year,” says Helen Cook, customer director at Ei Group. “We know that people want to cut down after the indulgences of the festive season, so are delighted to have extended the offer this year to include a broader range of drinks making it more accessible to people who might want low or no alcohol options.

“Feedback from our publicans last year was incredibly positive, with more than 80% of participants saying they’d like to do it again. We are very much looking forward to supporting them further this coming January.”

Brewing partners this year include Heineken, Budweiser, Diageo and Molson Coors.